For over a century, Lavazza has been more than a coffee brand—it’s a cultural touchstone, blending craftsmanship, creativity, and connection. Speaking with Daniele Foti, Vice President of Marketing for Lavazza North America, we dive into how the Italian coffee house is redefining its Dolce Vita philosophy for modern consumers, embedding pleasure at the heart of every cup, and using art, music, and immersive experiences to connect audiences to the brand in ways that go beyond the functional. From Art Basel to the 2026 “Pleasure Makes Us Human” campaign, Foti shares how Lavazza is shaping coffee as a shared cultural experience, inviting consumers to slow down, savor life, and rediscover the joy in everyday moments.
SPOTLIGHT: Lavazza consistently shows up in cultural spaces like Art Basel. Why is culture such a central part of how the brand connects with audiences today?
FOTI: Culture has always been part of who we are at Lavazza. For us, it’s among the pillars that define the brand. It’s a lived expression of human experience, creativity, and connection—exactly what coffee offers us in everyday life. That’s why being present at events like Art Basel isn’t incidental; it’s strategic.
Our cultural presence comes to life through the experiences we create on the ground. For Art Basel, it wasn’t a single moment—it was a multi-layered cultural conversation. We didn’t just show up; we created moments people could experience. We kicked things off with an exclusive reveal of the 2025 Lavazza Calendar at the Art Basel Convention Center, followed by a multi-day immersive gallery where people could walk through scenes inspired by the calendar and enjoy signature beverages. Across Miami, from Wynwood to the Design District, we activated spaces like the Walt Grace Vintage pop-up and the Dolcevita Discotheque—a playful, ‘café rave’ blending coffee, music, and Italian energy—to bring our pleasure-first philosophy to life in unexpected ways.
Art Basel is where global creators converge, and that’s where we want to be. Our intention was to show that coffee, like art, is a cultural medium—one that binds people across disciplines, backgrounds, and moments.
That’s why we continue showing up within these cultural moments—through our partnerships with TIFF, the U.S. Open, the Film and Independent Film Spirits Awards, and countless others. We want people to experience Lavazza in a way that feels immersive and human, whether it’s through art, music, or simply sharing a great coffee.
As we continue to grow in the U.S., culture helps us connect emotionally, not just functionally. When consumers encounter Lavazza in places that inspire them, it creates a deeper relationship. It’s not just about serving a cup of coffee; it’s about serving opportunities for meaningful moments that bring us together. That emotional connection is what brings people back for more.
SPOTLIGHT: The idea of Dolce Vita has long been part of Lavazza’s DNA. How are you reinterpreting that philosophy for a modern, global consumer?
FOTI: Dolce Vita has always been at the heart of Lavazza. It’s about enjoying life with intention—being present, appreciating beauty, and sharing moments of connection with others. Pleasure Makes Us Human takes that essence and makes it both contemporary and universal. Rather than romanticizing an ideal, we’re embracing real, lived pleasure…the kind you find in everyday interactions, rituals, and gestures.
Through the Calendar and our cultural activations, Dolce Vita becomes a living idea—not nostalgia, but a vibrant lens for how people live now: slower, richer in texture, and more intentional about joy. Today’s consumers seek authenticity, and this evolution of Dolce Vita aligns perfectly with that cultural hunger.
SPOTLIGHT: In a category often focused on speed and functionality, how does Lavazza’s emphasis on pleasure differentiate it from other coffee brands?
FOTI: Lavazza stands out because we lead with meaning. Our focus on human pleasure isn’t just a tagline—it’s a cultural platform that positions us as a brand that understands emotional richness, connection, and human experience. By leading with these ideals, we’re able to connect on an entirely new level. That’s what makes our brand distinctive. We create emotional resonance that goes far deeper than product features alone, allowing us to build loyalty not just as a coffee brand, but as a cultural companion.
SPOTLIGHT: Your 2026 campaign, Pleasure Makes Us Human, feels especially resonant right now. What does this message say about where Lavazza—and culture more broadly—is headed?
FOTI: It was a simple idea behind the campaign: pleasure is essential. It’s what reminds us of our humanity. Today, life often moves too fast, and we’re increasingly surrounded by AI and technologies designed to optimize everything. But pleasure through sharing a good cup of coffee can remind us to enjoy the moment and the people around us. Pleasure Makes Us Human is our way of saying that slowing down, savoring, and enjoying life are not indulgences; they’re necessities.
The campaign reflects who Lavazza has always been, but in a way that feels very current. With the 2025 Lavazza Calendar, photographed by Alex Webb, we wanted to capture real, unfiltered moments of life in Italy—moments where coffee naturally brings people together. Webb’s images capture authentic moments across Italy; not clichés, but vibrant slices of real life, where coffee punctuates connection and joy. Debuting the Calendar at Art Basel was intentional, because art and pleasure share the same emotional language.
The success of Pleasure Makes Us Human in the U.S. reflects a broader cultural shift: people are placing greater emphasis on meaningful, shared experiences. Coffee culture in the U.S. has evolved; people want better quality products, so they can truly enjoy the cup in front of them with friends, family, and loved ones. This gives Lavazza the opportunity to bring our philosophy that coffee is a shared pleasure that bridges people and ideas to consumers throughout the U.S.
Looking ahead, this campaign sets the tone for how we’ll continue to show up: more human, more expressive, and more connected to culture. We’re not just selling great coffee; we’re inviting people into a worldview that values pleasure.
